Boosting Brand Awareness With Paid Search and Social

Getting more eyes on your brand: why search engine and social media ads need to be part of your brand marketing

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Before anyone can buy from your business or give to your charity, they need to know about you. Brand awareness is therefore a crucial first step in achieving your growth goals.

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The trick is to reach as many people as possible, as frequently as you can, and in a way that is memorable (read more on brand marketing here).

Reach is vital because it's a numbers game: not everyone will be interested in whatever it is your business sells or the cause your charity exists to support. However, because it can be hard to pinpoint those who are interested (and inadvertently exclude them if you're not careful), it makes sense to initially cast your net as widely as you can.

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Frequency is important because familiarity breeds affinity thanks, in part, to a cognitive bias (a kind of mental shortcut) known as the Mere Exposure Effect. The more we are exposed to something (a product, a song on the radio, a brand, or even a person) the more we come to like it. As consumers, we're more likely to buy from brands we know than those we don't. Research suggests that for effective brand recall, consumers often need to see an ad multiple times; some studies indicate that 10 to 12 exposures are optimal for brand awareness in social media.

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Whilst getting in front of big audiences on a regular basis is important, so is being memorable. When someone is on the cusp of making a purchasing decision, or considering donating to a good cause, you need to be in the mix at that exact moment. Being vaguely known about and even liked won't matter if your brand isn't easy to recall at this crucial moment.

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Here's the problem: most businesses and charities (especially smaller ones) either overlook the importance of brand marketing altogether or they attempt it using approaches and channels that just aren't capable of delivering reach, frequency, or memorability on a consistent basis.

That's where search engine and social media ads come in.

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Brand ads on search engines increase your chances of showing up when people are already performing internet searches related to what you do; social media ads put you in front of them in a more visually striking way in the meantime.

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How to use paid search and social to grab attention, and get remembered

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So, how can you make the most of the internet and social media with ads that regularly put your brand in front of big audiences, in a way that leaves a lasting impression?

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Paid ads in search engines like Google

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Paid search ads, commonly known as Pay-Per-Click (PPC) campaigns on platforms like Google Ads, are incredibly effective for brand awareness. Here's why and how to leverage them:

• Capture Intent: Unlike many other forms of advertising, paid search allows you to reach individuals precisely when they are actively searching for products, services, or information related to your business or cause. This "pull" marketing approach means your brand is presented at a moment of high intent, making your appearance highly relevant and impactful.
• Dominate the SERP (Search Engine Results Page): Paid ads often appear at the very top of search results, giving your brand prime visibility. Studies show that the top 3 paid advertising spots on Google receive 46% of the clicks on the page, and PPC ads can boost brand awareness by an average of 80%. Even if a user doesn't click, seeing your brand consistently at the top builds familiarity and trust.
• Targeted Keyword Strategy: Focus on a mix of broad keywords related to your industry (e.g., "charity donations," "sustainable fashion") to capture wide interest, and branded keywords (your own brand name) to ensure you own your brand's search results and fend off competitors. Utilising responsive search ads with compelling, genuine ad copy that ties into user benefits and keywords is crucial for performance. Google Ads provides "Ad Strength" indicators to help you craft effective ads.
• Leverage Ad Extensions: Use ad extensions (like sitelinks, callouts, structured snippets, and location extensions) to provide more information and ways for users to engage with your brand directly from the search results. This increases your ad's footprint and makes it more informative, enhancing recall.
• Remarketing Lists for Search Ads (RLSA): Target users who have previously visited your website when they perform new searches. This reinforces your brand to an audience already familiar with you, capitalising on the Mere Exposure Effect for those closer to conversion.

Paid ads (also known as 'sponsored posts') on social media sites like Facebook

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Social media platforms offer unparalleled opportunities for visual and narrative brand building. Here's how to make your sponsored posts stand out:

• Visual Storytelling: Social media is inherently visual. Use high-quality images and videos that immediately grab attention and convey your brand's personality and message. Video is considered the most effective social ad format by 32% of advertisers, followed by image ads at 26%. Dynamic and interactive content often performs better than static ads.
• Precise Audience Targeting: Social media platforms offer incredibly detailed targeting options based on demographics, interests, behaviors, and even custom audiences. This allows you to reach exactly the people most likely to be interested in your brand, maximising the impact of your ad spend. For example, you can target individuals interested in "eco-friendly products" or "local community support."
• Consistent Brand Identity: Ensure your sponsored posts maintain a consistent visual style, tone of voice, and messaging with your overall brand identity. This consistency across all touchpoints strengthens brand recognition and recall.
• Engaging Content Formats: Experiment with different ad formats like carousel ads to tell a story, collection ads for product showcases, or Instant Experiences for immersive mobile-first content. Leverage features like polls, quizzes, and live streams to encourage direct interaction, which further embeds your brand in the user's mind.
• Frequency Capping: While frequency is important, too much exposure can lead to "ad fatigue." Most platforms allow you to set frequency caps to control how many times a user sees your ad within a given period. Aim for that optimal frequency to keep your brand top-of-mind without becoming annoying.
• User-Generated Content (UGC) and Influencer Collaborations: Integrate authentic user-generated content into your ads, as 79% of consumers believe UGC is the most credible form of publicity. Collaborating with relevant influencers can introduce your brand to new, engaged audiences and build trust through association.

Key Takeaways: Reaching Bigger Audiences With Search Engine and Social Media Ads

• Brand awareness is the foundational step for growth. Without it, potential customers or donors simply won't know you exist.
• Paid search and social ads offer powerful, cost-effective ways to build awareness. They provide precision targeting and extensive reach that traditional methods often cannot match.
• Leverage search ads to capture high intent. Appear when people are actively looking for what you offer, using strong headlines and relevant keywords.
• Utilise social media ads for visual storytelling and broad reach. Engage audiences with compelling visuals and target based on interests and behaviours.
• Consistency and frequency are key for memorability. Regular, strategic exposure, combined with memorable creative, helps your brand stick in the minds of your target audience.
• Measure your efforts! Track metrics like impressions, branded search volume (how many people are searching directly for your brand name), social media mentions, and website traffic from your campaigns to understand their impact on brand awareness. Google Analytics and social media analytics platforms can provide valuable insights.

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